Their veal is a high quality, high welfare product that comes from unwanted bull dairy calves. If their calves were not reared by Jon & Vicky, they would be disposed off at 1-2 days old. In doing, so they solve a major problem for dairy farmers by using an inevitable by-product of their industry.

Their case has recently been highlighted by Jimmy Doherty in his Channel 4 documentary series, who says: "If we eat rosé veal, everyone’s a winner: the calf, the farmer and the consumer.”